考虑在线平台的以旧换新和产品耐用性设计策略

doi:10.16381/j.cnki.issn1003-207x.2023.0021

摘要/Abstract

摘要：

在线平台能有效助力家电以旧换新并推动经济绿色高质量发展，然而，在线平台的不同销售模式将影响在线平台和制造商之间的策略互动，从而给相关企业运作以旧换新带来新的挑战。鉴于此，本文基于在线平台的两种销售模式：转售模式和代理销售模式，分别在有以旧换新和无以旧换新情形下建立包括制造商、在线平台和消费者的博弈模型，并进行最优化决策分析求解，以研究制造商的产品耐用性设计策略及其对在线平台的影响。此外，通过对比这两个企业在有无以旧换新情形下的利润，研究这两个企业对实施以旧换新的偏好。研究结果表明：产品的销售模式和以旧换新是否被实施都将影响制造商和在线平台对产品耐用性的偏好。只有当产品通过代理销售模式销售且以旧换新未被实施时，制造商才有必要采用计划性报废策略，且该策略也同时有利于在线平台。最后，虽然制造商总是倾向于实施以旧换新，但在线平台在决策是否协助制造商实施以旧换新时，应统筹考虑产品的销售模式、耐用性和生产成本。

关键词: 在线平台, 以旧换新, 产品耐用性, 销售模式, 定价策略

Abstract:

China is a big country in the production and consumption of electrical and electronic products. How to properly dispose of waste household appliances has become an urgent question to be solved. In recent years， in addition to selling new products， online platforms have begun to assist manufacturers in launching trade-in programs for a variety of home appliances （for example， air conditioners， refrigerators， and televisions） and provide rebates to consumers who participate in trade-in programs. Although online platforms can effectively promote the trade-in of home appliances， the different sales models provided by online platforms will affect the strategic interaction between online platforms and manufacturers， thus bringing new challenges for them. In view of this， there is an urgent need to provide decision-making suggestions for online platforms and manufacturers to operate trade-ins.To address the above issues， a two-period model framework is constructed， in which products will be treated as new in the first period and old in the second period. The consumers are considered to behave strategically： consumers make optimal decisions by comparing their total utility from two periods under different options. Therefore， the number of consumers under different options can be endogenously given by analyzing heterogeneous consumer behaviors， and then the profit functions of manufacturers and online platforms can be constructed， and their optimal trade-in operation strategies can be formulated. In this paper， online platforms provide manufacturers with two sales format： reselling format and agency selling format， and manufacturers rely on online platforms to implement trade-ins. Based on the above two sales format， game-theoretic models are established， that incorporating manufacturers， online platforms and consumers， in the case of with trade-in and without trade-in programs， respectively. Then， these two firms’ preferences for trade-ins can be analyzed by comparing their profits with and without trade-ins. In addition， the impacts of product depreciation rate on the profits of the manufacturer and the online platform are analyzed， in order to obtain the manufacturer's product durability design strategy and the impact of that strategy on the profit of the online platform.It is implied that both the sales format and the implementation of trade-ins would affect the manufacturer and online platform's preferences for product durability. In particular， it is only necessarily for the manufacturer to adopt a “planned obsolescence” strategy if the product is sold through an agency selling format without trade-ins， and this strategy also benefits the online platform. Finally， regardless of the format in which the manufacturer's products are sold， the manufacturer should carry out trade-in for the products. However， it is better for the online platform to consider the sales format， the product depreciation rate and the manufacturer's production cost when deciding whether to assist the manufacturer to implement the trade-in. Only when the manufacturer implements trade-in for those products with relatively low depreciation rate and production cost， should the online platform assist the manufacturer in both sales format. Otherwise， when the manufacturer implements trade-ins for those products with high depreciation rates， the online platform should only assist the manufacturer in implementing trade-ins under the reselling format， but refuse to assist under the agency selling format.

Key words: online platform, trade-in, product durability, sales format, pricing

中图分类号:

F272

胡书. 考虑在线平台的以旧换新和产品耐用性设计策略[J]. 中国管理科学, 2025, 33(11): 211-220.

Shu Hu. Trade-in and Product Durability Design Strategies with Considering Online Platforms[J]. Chinese Journal of Management Science, 2025, 33(11): 211-220.

图/表 9

图1

表1

主要符号及含义"

符号	含义
$c$	单位生产成本
$q$	产品质量
$δ$	产品质量折旧率
$r$	以旧换新补贴
$w$	制造商的批发价
$p p$	在线平台的销售价
$p m$	制造商的直销价
$α$	在线平台的佣金率
$θ$	异质消费者对产品质量的评估
$Q i$	$i$ 型消费者的数量， $i ∈ {B T, B B, B U, N N}$
$U i$	$i$ 型消费者的效用， $i ∈ {B T, B B, B U, N N}$
$π j$	企业 $j$ 的利润， $j ∈ {m, p}$

表1

图2

表2

制造商和在线平台的最优价格决策及利润"

参数	模型RT	模型RN		模型AT	模型AN
条件	$c ≤ q δ 2$	$δ ≤ 2 / 3$ 且 $c ≤ q$	$δ ≥ 2 / 3$ 且 $c ≤ q δ 3 δ - 2$	$δ ≥ 2 α / (2 + α)$ 且 $c ̲ A T ≤ c ≤ c ¯ A T$	$c ≤ q δ 2 1 - α$
$w *$	$c + q (2 - δ) 2$	$c + q (2 - δ) 2$	$c + q δ (2 - δ) 2$	—	—
$r *$	$q - q δ$	—	—	$2 c α + 2 q δ 1 - α 2 - α 2 - δ - 2 δ - 2 α 2 + 2 - α 2 δ$	—
$p p *$	$c + q 4 - δ 2 4$	$c + 3 q 2 - δ 4$	$c + 3 q 2 - δ δ 4$	—	—
$p m *$	—	—	—	$c α 2 - δ + 2 c δ + q δ 2 - 3 α 2 - δ - 2 α 2 + 2 - α 2 δ$	$c 2 - 2 α + q δ 2 - δ 2$
$π m *$	$q 2 - 2 - δ δ - 2 c 4 + c 2 4 2 q δ - q δ 2$	$c - q 2 - δ 2 8 q 2 - δ$	$c - q δ 2 - δ 2 4 q δ 2 - δ$	$2 c 2 + 2 c q 2 - δ α - 2 - α δ + 2 q 2 δ 1 - α 1 - α 2 - δ 2 - δ q 2 - δ - 2 α 2 + 2 - α 2 δ$	$q δ 1 - α 2 - δ - c 2 2 q δ 1 - α 2 - δ$
$π p *$	$(c - q δ (2 - δ)) 2 8 q δ (2 - δ)$	$c - q 2 - δ 2 16 q 2 - δ$	$c - q δ 2 - δ 2 8 q δ 2 - δ$	$2 α - 2 c - q 2 - δ α - 2 - α δ × 2 c α + c δ 2 - α + q δ 2 - 3 α 2 - δ q 2 - δ - 2 α 2 + 2 - α 2 δ 2$	$α q 2 δ 2 1 - α 2 2 - δ 2 - c 2 2 q δ 1 - α 2 2 - δ$

表2

图3

图4

图5

图6

图7

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